Bill & Melinda Gates Foundation

Archna Vyas - Deputy Director, Communications

McCANN New Delhi *Lead Agency

Prasoon Joshi - CEO & CCO Alok Lall - Executive Director Jitender Dabas - Chief Strategy Officer Ravinder Siwach - Executive Creative Director Rupa Roy - Strategic Planner

Married couples in India have been repeatedly chased to control family size. But 65% of pregnancy in India happened in the first year of marriage itself. We discovered that the newlyweds did not want kids in their first year. In arranged marriages, they barely knew each to discuss contraception. This lack of spousal communication made them vulnerable to social pressure to immediately bear a child. We sculptured a unique interactive radio platform where the newly married couples could befriend each other and make the right choices to plan their family.